Creating messages

Messages are our raw materials, our voice, so it is very important give them full attention. A message is successful when addressing issues that are important to voters in an understandable and assimilable way for all of them.

We must be able to identify targets, investigate and test what to say, whom to tell that, how and when to say it, and what not to say. Defining our messages based on inspiration or a wisecrack is very common in this profession, however, it might cause us a painful defeat.